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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and…

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This book reflects upon and critiques the potential of citizen-consumer's to alter their natural consuming habits and to "shop ethically, 'care for the environment' and 'think glocally'" so as to reduce environmental harm. The author argues that our present…

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With more than 60,000 copies sold, this amazing manual has become a classic in its field--and rightfully so. Nowhere else will you find--in one book--so much valuable information on achieving success in the mail order business. Dr. Bill Cohen has drawn on his…

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"Small Store Survival should challenge retailers' views of small store retailing by questioning key areas of business. What is the vision for the store in 10 years? How have the customers changed over the past few years? How current are the managers about what…

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Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied…

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Having achieved production quality, aggressive foreign firms are cleverly shifting emphasis to total quality marketing, which is a dynamic market-driven concept that goes beyond the currently popular total quality management approach. It centers on customer…

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An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the…

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The tariff policies of the 1890-1922 led to the development of tariff rates that launched the United States on a path that led to later trade wars. The Republican Party and Porter McCumber took the lead in promoting these policies, claiming that the tariff would…

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Relying heavily on case studies, Japanese-U.S. Business Negotiations is a cross-cultural study of both the psychologies and linguistics involved. It gives practical advice on how to better understand the Japanese negotiators, and shows how to translate this…

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The tremendous expansion of American overseas business in the postwar era has evoked a mixed public response. The author scrutinizes carefully each of the aspects of international business which has caught the public eye, summarizing the charges which have been…

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Before entering the seemingly lucrative Chinese market, investors should be aware of the darkside of the current business environment. The risk of rampant corruption, economic, social and political problems, and threat to personal safety go along with the…

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This volume analyses the interaction of business lobbyists, consumer critics, and government officials for the first time in 20 years. It offers important new insights and revisionist views about the impact of consumer "issue networks" in the making of public…